As an agency that loves to tell stories, selling insurance wasn’t going to be cut and dry. We had to put a Centrick spin on it and then seamlessly serve it across multiple channels. After all, that’s what integrated communication is about. Finding the audience at different touch points and connecting them with a singular message. So, to make young Americans buy life insurance along with home insurance, we listened to their funny stories, learned from real life incidents and then created a brand that made everyday stupid, manageable.
The first thing that comes to our mind when we hear the word ‘insurance’ is serious and boring. And when an insurance brand comes to you to market it in a foreign market for the age group that is least likely to buy insurance, what do we do? Simple. We make it fun.
We took our inspiration from the words of Mr. Oscar Wilde, ‘If you want to tell them the truth, make it funny’ and added humour to everyday stupid that comes our way and makes us pay, no matter how smart we are. We found a common ground with all ages and through the nooks and cracks of boring and serious, we integrated fun and laughter to our communication and then placed it where we’d find our audience. Because the truth is simple, at the end of the day, we may not want insurance, but we need it.
There’s no room for boring in the Bubble.
We first crafted a visual language that was fun, energetic, engaging and relatable to the audience. We created Bubbs, a character who in his own endearing way offers reassurance to those who need insurance. We illustrated the logo across all communication to create a Bubble of safety, a Bubble of protection for you and your loved ones.
In the sea of sameness, we dared to be fun.
When we adopted the model of integrated communication for Bubble, our first approach was to evaluate and assess all the current trends and activities of social media. And since the age group that we were targeting is a major consumer of social media, they are also bombarded with promotional pots on a daily basis. So we took the complexity out of the equation and made it simple and fun. We took inspiration from the popular The New York Magazine for the illustrations to put out our ideas and reach the audience in the most entertaining way possible.
A simple Bubble of comfort and safety amidst the chaos.
Print ads have had a long history of communication in the American market. People have always tried to do something different and creative with it. Some succeed and some don’t, and some are still etched in our memories. Fortunately, our brand strategy was such that paved the way for us to be as creative and as playful as we could be. We followed a style that has proven to be engaging and as well as informational with the widest audience over the years and put our spin on that to make it stand out from the crowd.
Come, step into the bubble.
Using integrated communication, we followed our simple thread of idea from the campaign and reimagined it within the structure of an emailer. A Bubble of safety for your home when everything around is going wrong. A Bubble of safety for your life, when there is chaos around you. We designed the emailer using simple engaging illustrations with fun and easy text, leaving the reader bundled with a smile and insurance.